IES Blog

From the start of the research in the early 2000s, was it always the goal to develop a reading intervention that would one day be used on a wide scale?
CC: Yes and no. First, we had to answer the question as to whether individualization was effective in achieving student literacy outcomes. Once the research established that, we knew that this work would have wide-scale application.

When did you start thinking about a plan for distribution? 
CC: Before embarking on the cumulative results studies, in 2008, Jay said that we needed to know who the “customer” was… i.e., how purchasing decisions were made at scale.  His 2008 Phase I ED/IES SBIR was critical in shifting our research focus from individual classrooms to school districts as the key scaling point. 

Did you work with a technology transfer office at the university?
CC: Only to the extent of contractually clarifying intellectual property (IP) ownership and licensing. 

Who provided the support on the business side?
CC: Jay, who has an MBA/JD and has been a senior officer in two Fortune 100 companies was very instrumental in guiding our thinking of this evolution from important research to practical application. 

 Do you have any agreement about the IP with the university? What were the biggest challenges in this area?

JC: Yes, Learning Ovations has a 60-year renewable exclusive licensing agreement with FSU Foundation. FSU couldn’t have been better to work with.  Though there were expected back-and-forth elements of the original negotiations, it was clear that we shared the central vision of transforming literacy outcomes.  They continue to be a meaningful partner.

When and why was Learning Ovations first launched?
JC: In order to pursue SBIR funding we needed to be a for-profit company.  At first, I used my consulting business – Rubicon Partners LLP – as the legal entity for a 2008 Phase I award from ED/IES SBIR.  When we considered applying (and eventually won) a Fast Track Phase I & II award from SBIR in 2014, it was clear that we needed to create a full C – Corp that could expand with the scaling of the business, thus Learning Ovations was formed.

Who has provided you great guidance on the business side over the year? What did they say and do? 
JC: Having run large corporate entities and worked with small business start-ups in conjunction with Arizona State University (Skysong) and the University of California, Irvine (Applied Innovation at The Cove) and having taught entrepreneurship at The Paul Merage School of Business at UC Irvine, I had the experience or network to connect to whatever business guidance we needed.  Further, having attended a number of reading research conferences with Carol, I was quite conversant in the literacy language both from the research side and from the district decision maker’s side.

How do you describe the experience of commercializing the A2i? What were the biggest achievements and challenges in terms of preparing for commercialization?

JC: Having coached scores of entrepreneurs at various stages, I can safely say that there is no harder commercialization than one that must stay faithful to the underlying research.  A key strategy for most new businesses: being able to pivot as you find a better (easier) solution.  It is often circumscribed by the “active ingredients” of the underlying research.  Knowing this, we imbued Learning Ovations with a very strong outcomes mission – all children reading at, or above, grade level by 3^rd grade.  This commitment to outcomes certainty is only assured by staying faithful to the research.  Thus, a possible constraint, became our uncontroverted strength.

Do you have advice for university researchers seeking to move their laboratory research in education into wide-spread practice? 
JC:  Start with the end in mind.  As soon as you envision wide-scale usage, learn as much as you can about the present pain and needs of your future users and frame your research questions to speak to this.  Implementation should not be an after-the-fact consideration; build it into how you frame your research questions. On one level you are asking simultaneously “will this work with my treatment group” AND “will this help me understand/deliver to my end-user group.”  I can’t imagine effective research being graphed onto a business after the fact.  One key risk that we see a number of researchers make is thinking in very small fragments whereas application (i.e., the ability to go to scale) is usually much more systemic and holistic.

In one sentence, what would say is most needed for gaining traction in the marketplace?
JC: If not you, as a researcher, someone on your team of advisors needs to know the target marketplace as well as you know the treatment protocols in your RCT.

____________

Carol Connor is a Chancellor’s Professor in the UC Irvine School of Education. Prior she was a professor of Psychology and a Senior Learning Scientist at the Learning Sciences Institute at ASU. Carol’s research focuses on teaching and learning in preschool through fifth grade classrooms – with a particular emphasis on reading comprehension, executive functioning, and behavioral regulation development, especially for low-income children.

Joseph “Jay” Connor, JD/MBA, is the Founder/CEO of Learning Ovations, Inc, the developer of the platform that has enabled the A2i intervention to scale.  Jay has 20+ years of experience in senior business management at the multi-billion dollar corporate level, and has experience in the nonprofit and public policy arenas.

This interview was produced by Edward Metz of the Institute of Education Sciences.

CM: When we started our aspiration was to build a usable, feasible, scientifically sound assessment and it could be done. When the end of the grant got closer, we knew that unless we figured out another way to support the work, this would be yet another good idea that would wither on the vine after showing evidence of promise. In the last year and a half of the grant, I started thinking about how to get this into the hands of educators to support teaching and learning, and how to do it in a large-scale way.

By the conclusion of your IES grant to develop SELweb, how close were you to the version that is being used now in schools? How much more time and money was it going to take?

CM: Let me answer that in two ways. First is how close I thought we were to a scalable version. I thought we were pretty close. Then let me answer how close we really were. Not very close. We had built SELweb in a Flash based application that was perfectly suited to small-scale data collection and was economical to build. But for a number of reasons, there was no way that it would work at scale. So we needed capital, time, and a new platform. We found an outstanding technology partner, the 3C Institute, who have a terrific ed tech platform well-suited to our needs, robust, and scalable. And we received funding from the Wallace Foundation to migrate the assessment from the original platform to 3C’s. The other thing I have learned is that technology is not one and done. It requires continued investment, upkeep, and improvement.

What experiences led you to start a company? How were you able to do this as an academic researcher?

CM: I could tell you that I ran a children’s center, had a lot of program development experience, had raised funds, and all that would be true, and some of the skills I developed in those roles have transferred. But starting a company is really different than anything I’d done before. It’s exciting and terrifying. It requires constant effort, a willingness to change course, rapid decision-making, collaboration, and a different kind of creativity than the academy. Turns out I really like it. I probably wouldn’t have made the leap except that the research led me to something that I felt required the marketplace to develop further and to realize its potential. There was really only so far I could take SELweb in the academic context. And universities recognize the limitations of doing business through the university—that’s why they have offices of technology transfer—to spin off good ideas from the academy to the market. And it’s a feather in their cap when they help a faculty member commercialize an invention. So really, it was about finding out how to use the resources at my disposal to migrate to an ecosystem suited to continuing to improve SELweb and to get it into the hands of educators.

How did xSEL Labs pay for the full development of the version of SELweb ready for use at scale?

CM: Just as we were getting off the ground, we developed

 a partnership with a research funder (the Wallace Foundation) who was interested in using SELweb as an outcome measure in a large-scale field trial of an SEL initiative. They really liked SELweb, but it was clear that in its original form, it simply wouldn’t work at the scale they required. So we worked out a contract that included financial support for improving the system in exchange for discounted fees in the out years of the project.

What agreement did you make with the university in order to start your company and commercial SELweb?

CM: I negotiated a license for the intellectual property from Rush University with the university getting a royalty and a small equity stake in the company.

Did anyone provide you guidance on the business side?

CM: Yes. I lucked into a group of in-laws who happen to be entrepreneurs, some in the education space. And my wife has a sharp business mind. They were helpful. I also sought and found advisors with relevant expertise to help me think through the initial licensing terms, and then pricing, marketing, sales, product development, and the like. One of the nice things about business is that you aren’t expected to know everything. You do need to know how and when to reach out to others for guidance, and how to frame the issues so that guidance is relevant and helpful.

How do you describe the experience of commercializing SELWeb?

CM: Commercialization is, in my experience, an exercise in experimentation and successive approximations. How will you find time and money to test the waters? Commercialization is an exciting and challenging leap from the lab to the marketplace. In my experience, you can’t do it alone, and even with great partners, competitive forces and chance factors make success scale hard to accomplish. Knowing what you don’t know, and finding partners who can help, is critical.

I forgot who described a startup as a temporary organization designed to test whether a business idea is replicable and sustainable. That really rings true. The experience has been about leaving the safe confines of the university and entering the dynamic and endlessly interesting bazaar beyond the ivory tower to see if what I have to offer can solve a problem of practice.

In one sentence (or two!), what would say is most needed for gaining traction in the marketplace?

CM: Figure out who the customer is, what the customer needs, and how what you have to offer addresses those needs. Until you get that down, all the evidence in the world won’t lead to scale.

Do you have advice for university researchers seeking to move their laboratory research into wide-spread practice?

CM: It’s not really practical for most university researchers to shift gears and become an entrepreneur. So I don’t advise doing what I did, although I’m so glad I did. For most university researchers, they should continue doing great science, and when they recognize a scalable idea, consider commercialization as an important option for bringing the idea to scale. My impression is that academic culture often finds commerce to be alien and somewhat grubby, which can get in the way. The truth is, there are whip-smart people in business who have tremendous expertise. The biggest hurdle for many university researchers will be to recognize that they lack expertise in bringing ideas to market, they will need to find that expertise, respect it, and let go of some control as the idea, program, or product is shaped by market forces. It’s also a hard truth for researchers, but most of the world doesn’t care very much about evidence of efficacy. They have much more pressing problems of practice to attend to. Don’t get me wrong—evidence of efficacy is crucial. But for an efficacious idea to go to scale, usability and feasibility are the biggest considerations.

For academics, getting the product into the marketplace requires a new set of considerations, such as: Universities and granting mechanisms reward solo stars; the marketplace rewards partnerships. That is a big shift in mindset, and not easily accomplished. Think partnerships, not empires; listening more than talking.

Any final words of wisdom in moving your intervention from research to practice?

CM: Proving the concept of an ed tech product gets you to the starting line, not the finish. Going to scale benefits from, probably actually requires, the power of the marketplace. Figuring out how the marketplace works and how to fit your product into it is a big leap for most professors and inventors. Knowing the product is not the same as knowing how to commercialize it.

 ____________________________________________________________________________

Clark McKown is a national expert on social and emotional learning (SEL) assessments. In his role as a university faculty member, Clark has been the lead scientist on several large grants supporting the development and validation of SELweb, Networker, and other assessment systems. Clark is passionate about creating usable, feasible, and scientifically sound tools that help educators and their students.

This interview was produced by Ed Metz of the Institute of Education Sciences. This post is the third in an ongoing series of blog posts examining moving from university research to practice at scale in education.